In this video, I walked through the importance of using data and analytics when researching influencers. I give an example from a Clubhouse room I attended where brand marketers were frustrated by working with influencers that delivered no value. For more videos where I give actionable advice, please subscribe to my YouTube channel.
Hey guys today I wanted to do a quick video on researching influencers. The other day I was in a Clubhouse room and there were a few speakers talking about influencer marketing. One speaker was talking about an experience she had in hiring an influencer with the sole purpose of driving sales. Apparently the influencer had several million followers across several social media channels like Instagram, Snapchat and TikTok collectively. After a few weeks into the program, the influencer was only able to sell 10 or so products valued at about $100.
Several of the participants chimed in to talk about similar experiences they’ve had working with influencers. For the life of me I cannot remember the moderators name or any of the brands mentioned. I was on the treadmill.
This isn’t an isolated incident. There’s been situations globally were brands have talked about the ineffectiveness of hiring influencers. This is why it is so important to spend time researching the true influence before getting into contract with any said influencers.
Certainly not all negative experiences can be avoided but they can be minimized if you use data and research.
There are two ways to think about this. There’s the upfront research and insights needed to identify the right influencers. There is also real-time optimization of programs based on an influencer marketing program currently in market.
I have talked about this many times before but there are four data points you can use to ensure that you are partnering with the right influencer communities. You can weight each of the social data points differently based on your objective. – reach, resonance, relevance and reference.
The reality is that it’s not always an influencer’s fault that people aren’t buying products. You have to ask yourself “is the experience when someone gets to the checkout optimized to drive conversions”. If not that could be one reason why a particular influencer is in effective. If the checkout process is seamless, the UI is simple and easy to navigate and the influencers is still not driving sales, then perhaps you are working with the wrong influencer.